Toby Hagon

Iconic British small car brand Miniis set for a decade-long design revolution to modernise the brand and help it develop on its heritage.

Speaking at the 2013 Frankfurt motor show, BMW Group design director Adrian van Hooydonk told Drive that now the Mini brand was established globally the company would be looking to expand its design language.

“The next 10 years will see us modernise Mini and diversify Mini in terms of design,” said van Hooydonk. “The last 10 years we did altogether a good job of reviving Mini. The people that know and loved the old Mini still can relate to what is now a Mini and people who never knew the old car or didn’t care much for the old car fell in love with the new Mini as well.

“It’s also become a global brand now, which Mini wasn’t always.

“We feel now we are able to diversify the form language [and look].”

The design boss said he will be careful in how the model range is extended, given the rich heritage of a brand that has starred in movies and helped shape small car motoring.

“It will take a little bit longer [than BMWexpects] because the brand pretty much hadn’t been touched for 45 years,” said van Hooydonk.